ABOUT US
From classics to code-breakers, Mad Lords is an atypical, revolutionary and disruptive Jewelry House. Founded in Paris in 2012 by Serge and Caroline Muller, we redefine luxury by challenging traditional norms to privilege beauty over mere performance. Our mission is to connect luxury, art and craftsmanship, creating a tribe where new hippies and nomadic free spirits find their true expression. We are a testament to ultra-creativity in a homogenized world, celebrating the unique expressions of contemporary, non-conformist and authentic jewelry designers.
Our founders
Caroline Muller
Caroline Muller embodies the very essence of refinement in the world of jewelry. A curator of jewels of unparalleled rigor, she infuses Mad Lords with an aura of rare distinction. Her prestigious career in marketing and public relations with luxury houses such as Louis Vuitton and Ralph Lauren, as well as her deep immersion in the New York luxury market, make her an undisputed expert. Caroline maintains uncompromising standards of quality and exclusivity with a sharp eye. Her vision transcends mere selection: each piece chosen under her aegis carries with it an element of mystery and elegance, captivating the most discerning jewelry lovers around the world.
Serge Muller
Serge describes himself as an entrepreneurial dreamer, heir to a family of artists who emigrated from Poland and Russia, and have worked in the fields of painting, music and cabinet-making. Immersed in this artistic world from an early age, he first studied finance and law at Dauphine, before becoming one of the architects of a resounding investment banking project. Despite this long-term success, the call of his passion for art and precious stones proved stronger. To nurture this vocation, he undertook further studies in gemology, reinforcing his unique expertise. Today, alongside Caroline, Serge is the pillar of an audacious curation in pop chic jewelry, while carrying forward an ambitious and solid entrepreneurial project. His vision, both artistic and strategic, gives Mad Lords a singular and radiant identity.
Ensemble, Serge et Caroline Muller ont transformé Mad Lords en un témoignage de leurs valeurs partagées et de leurs compétences complémentaires, créant une marque qui incarne à la fois l'art et le luxe. Mad Lords est l'aboutissement de leurs passions et expertises combinées. L'acumen financier et l'héritage artistique de Serge, associés à la connaissance du marché du luxe et au toucher créatif de Caroline, créent une combinaison puissante qui distingue Mad Lords dans l'industrie de la bijouterie. Cette approche holistique résonne auprès des individus qui apprécient la convergence de l'art, du luxe et de l'expression personnelle.
Our Universe
Contemporary Agoras
Mad Lords est un chasseur de trésor d’une rare exigence. Systématiquement à l’affût des designers de bijoux les plus talentueux pour les présenter dans des espaces pop et chics où l’art, l’architecture, la musique sont des traits d’union. Nos boutiques sont de véritables agoras, des lieux d’échange et de connexion, où l’on invite nos clients à rejoindre notre tribu s’ils ont le sentiment d’en avoir toujours fait partie.
Portés par leur passion, Caroline et Serge Muller ouvrent des boutiques Mad Lords dans des lieux qui leur sont chers : notre « Ambassade » secrète à Paris fut le point de départ, puis une boutique à St. Tropez, ville où Caroline a grandi, et une autre à Deauville, où Serge a passé son enfance, ainsi qu’à Megève, lieu mythique où se croisent passionnés de nature et amoureux de la montagne.
Chaque boutique raconte une histoire unique : Paris, avec son ambiance de loft new-yorkais, Deauville, dédiée au voyage, St. Tropez, un hommage vibrant à la musique, et Megève, qui offre une expérience inoubliable au cœur des Alpes.
Choisir un bijou Mad Lords, c’est bien plus que trouver une pièce qui résonne avec ses passions et ses valeurs, c’est affirmer son attachement à une expérience unique, celle d’un univers esthétique, artistique et spirituel, conçu pour vous ressembler tout en vous transformant et en vous permettant d’affirmer ce que vous avez toujours été.
Our philosophy
Happiness Therapy
For over ten years, we have been committed to researching and selecting the finest jewelry, creating a world reminiscent of the mysterious cave of the Count of Monte Cristo. However, beyond these precious pieces, our mission has always been to offer our visitors, whether in Paris, Saint-Tropez, Deauville or elsewhere, much more than a simple shopping experience. We want to welcome them into a warm, comforting and pleasant space, where happiness is at the heart of everything.
With this in mind, we launched what we now call happiness therapy, a philosophy that encompasses much more than jewelry. Although our creations are an essential part of it, they are only one element of this happiness therapy. We have also forged partnerships with experts in a variety of fields, each bringing a vital brick to the construction of this holistic movement. These collaborations are revealed in the events we organize, where we invite talented individuals such as Éliane, a passionate naturopath, or Valentin, a renowned chef.
With Éliane, happiness therapy takes on a natural dimension. She guides us towards a holistic approach to well-being, with particular attention to nutrition and a balanced lifestyle. As for Valentin, he enhances our events with his culinary creations, veritable edible jewels that combine health and pleasure. Together, we believe that beauty is a state of mind, a harmony between body and spirit. We want everyone who walks through our doors to feel beautiful, strong and at peace.
Happiness therapy is the pursuit of happiness through sensory experiences, enriching encounters and an ongoing quest for well-being. It's also a reminder that taking care of yourself means taking care of your mind, body and those around you.
Whether you're passionate about jewelry or simply looking for serenity, we invite you to discover this movement with us, and experience unique moments where luxury and well-being intertwine.
The Art of Dandism
Our name "Mad Lords", inspired by the 18th-century English poet Lord Byron, a precursor of dandyism who cherished luxury and the arts, reflects the nickname of his father, "Mad" Byron. The philosophy of dandyism focused on the pursuit of elegance, beauty and individuality, emphasizing personal appearance as a form of self-expression and rebellion against the dress standards imposed by the bourgeoisie. Reflecting this philosophy, the name "Mad Lords" translates as "exuberant bourgeois" in French, embodying the values of aesthetic sophistication, freedom, cultivated lifestyle and art de vivre as an end in itself.
The Soul of the Tribes
Our Jewelry House was born of the belief that today's society is organized around tribes, where individuals are defined by the communities to which they belong. In an increasingly globalized and homogeneous luxury world, where only enrichment counts, ultra-creativity has been outlawed and replaced many times over by sterile power plays. In this scenario, authentic jewelry is essential to distinguish oneself and reveal the distinctive signs of modern tribes, enabling individuals to display their values and express their identity.
The Essence of Sigma
Our logo incorporates the Greek symbol Sigma, representing the sum of differences. This emblem underscores our dedication to bringing together diverse artistic expressions and cultural influences, celebrating the unique and unconventional. We unify differences with a touch of madness, proud of our anti-conformism.
Our Values
Corporate Social Responsibility
We embody social and ethical responsibility in the luxury jewelry industry through our unwavering commitment to sustainable and fair practices. Having achieved international Fairmined certification, we guarantee that 100% of our gold purchases come from small mines that promote responsible organizational, social and environmental practices. This commitment to ethical sourcing is reflected in our Mad Precious and Ethical collection, where each piece is crafted in 18-carat gold and adorned with high-quality diamonds and natural gemstones.
Authenticity
Our founders Caroline and Serge are true nomads and jewelry hunters, constantly traveling in search of authenticity in people and their creations. We embody the spirit of perpetual motion, attracting talented designers from all over the world. Sought after by the most renowned and avant-garde designers, our vocation is to identify specialized creators with inimitable savoir-faire, support their creative journeys and highlight their exclusive signatures.
Community
Our commitment to community is central to our identity and deeply linked to the concept of "tribe": individuals connected by shared aesthetic tastes, values and lifestyles. Our stores, designed as contemporary agoras, invite individuals to become part of a larger narrative that transcends mere luxury purchases, offering a gateway to shared experiences, artistic appreciation and a sense of belonging.
Diversity
We deeply value diversity, which is vividly reflected in the eclectic and varied designs we select, as well as in the inclusive ethos that defines our brand philosophy. Partnering with designers from around the world, we embrace a wide range of cultural influences and artistic perspectives. This commitment to celebrating cultural differences reinforces the uniqueness of our luxury jewelry collections and underscores our dedication to fostering a global community of creativity.
Code-breakers
At Mad Lords, we celebrate the essence of code-breakers, individuals who defy convention and embrace their unique identities. In a world that often favors uniformity, our values are deeply rooted in a narrative of rebellion against the ordinary. We collaborate with visionary designers who share our passion for pushing boundaries and redefining luxury.At Mad Lords, we celebrate the essence of code breakers, individuals who defy convention and embrace their unique identities. In a world that often favors uniformity, our values are deeply rooted in a narrative of rebellion against the ordinary. We collaborate with visionary designers who share our passion for pushing boundaries and redefining luxury.
